Republic of the Philippines

Department of Education
Regional Office IX, Zamboanga Peninsula

8 Zest for Progress

Z Peal of artnership

English
Quarter 3 Module 3
Propaganda Techniques

Name of Learner: ___________________________

Grade & Section: ___________________________
Name of School: ___________________________
English- Grade 8
Alternative Delivery Mode
Quarter 3– Module 3: Analyze the intention of words or expressions used in
propaganda techniques
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any work of
the Government of the Philippines. However, prior approval of the government agency or
office wherein the work is created shall be necessary for the exploitation of such work for a
profit. Such agency or office may, among other things, impose as a condition the payment of
royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from their
respective copyright owners. The publisher and authors do not represent nor claim ownership
over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writer: Judith Agnes P. Anglacer

Editor: Florenda H. Quinte, MT II
Reviewer: Valeria Fides G. Corteza, PhD
Layout Artist: Jovie R. Cruz, MAEd
Management Team:
Roy C. Tuballa, EMD.JD.CESO VI
Jay S. Montealto, CESO VI
Norma T. Francisco, DM
Mildred D. Dayao, Ed.D.
ValeriaFides G. Corteza, PhD.
Aida Coyme, Ed. D.

Printed
Printedininthe
thePhilippines
Philippinesby ________________________
Department
Department of Education – Region
EducationRegion IX –IXZamboanga Peninsula
Office Address: ____________________________________________
Office Address: Pres. Corazon C. Aquino Regional Government
____________________________________________
Center, Balintawak, Pagadian City, Zamboanga del
Telefax: ____________________________________________
Sur Province 7016
E-mail Address:
Telefax: ____________________________________________
(062) 215-3753, 215-3751, 991-1907, 215-3789
E-mail Address: region9@deped.gov.ph
 What I Need to Know

In this fast-paced world where technology advances at the speed of light and
education content is in complexity, you can never tell how far you can endure if you lack the
knowledge and skills to face its intricacies.
As a Grade 8 student, Propaganda Techniques is an integral part of your lesson to
determine what you need to believe and decide on as you grow toward becoming independent
in life.
This module will help you face the myriad of challenges armed with knowledge and
skills.
In this module, you are expected to:
• Analyze the intention of words or expressions used in propaganda techniques.
• Recall propaganda techniques.

What I Know

Directions: Read and understand the sentences. Write the word True if the statement is
correct and False if otherwise. Write your answer on a separate sheet of paper.

____________ 1. Repetition is evident when a product’s name is repeated for several times.
____________ 2. When celebrities give their personal experience using the product, its
testimonial.
____________ 3. The technique becomes Card-Stacking when the endorser of the product
gives his/her testimony.
____________ 4. Bandwagon is all about convincing the target audience to take action.
____________ 5. The goal of transfer is to project certain qualities of a person, ideology or
object to other things and people.
____________ 6. In propaganda, evidence is not important to make us believe something.
____________ 7. Propaganda is a form of communication that is primarily used to influence
an audience without presenting facts.
____________ 8. In advertising, name-calling or stereotyping is linking a person, idea or a
thing to a negative symbol.
____________ 9. Glittering Generalities uses appealing words or images to sell its products.
____________ 10. Repetition is frequently used in jingles, which is appealing and fits the
the mind of the people.

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Lesson

1 PROPAGANDA TECHNIQUES

Propaganda is a form of communication that aims to influence the attitude of a community

toward some cause or position by presenting only one side of an argument. Propaganda is
usually repeated and dispersed over various media to create the chosen result in audience
attitudes. It is intended to make us accept or approve something without looking closely at the
evidence.

What's In

Directions: Read the advertisement lines below. Which line do you think will capture
the attention of the audience? Write the number of your answer on a separate
sheet of paper.

A.
1. "Your hair is dull and frizzy. Shampoo it."
2. "For soft and silky hair, use Palm Alive Shampoo!"

B.
1. "Your kids are thin and weak. Give them milk."
2. "For strong and healthy kids, give them Nillo. The world's number one milk."

C.
1. "Buy a cheap but delicious burger steak."
2. "Beefy and saucy burger steak only 50 pesos each.

D.
1. "Your shoes are old. Buy a new one.
2." Don't be left behind. Buy Mike shoes now. Over 90 million people use it.

E.
1. "Make your clothes, fragrant!"
2. "Use the new and best fabric conditioner with scents that last longer than expected."

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 What's New

Directions: Read the following lines and identify the product it advertises. Write your
answers on a separate sheet of paper.

Advertisement Lines Name of Product/Services

1. "You're in good hands."

2. "The choice of the new generation."

3. "Langhap sarap"

4. "Smooth hair that you simply finger comb."

5. "Making ways."

6. "Touching Lives"

7. "It's finger-lickin' good."

8. "Lasts even longer than expensive perfume."

9. "Brings out the best in you."

10. “Nakasisiguro gamot ay laging bago”

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 What Is It

Advertisers use propaganda to persuade people to buy their products or services.

Here are the seven most common Propaganda Techniques.
Testimonial: This popular advertising technique uses renowned, or celebrity figures to
endorse products and services. When a famous person vouches for something, viewers are
likely to consider the person's credibility and popularity.
Example: "Things go better with Coke."—Sharon Cuneta

Transfer: It is a technique to project certain qualities (this can either be positive or negative) of
a person, ideology, or object to other things and people.
Example: A major soft-drink brand was accused of having traces of
pesticides a couple of years ago. While these allegations were on the
rise, the entire carbonated-drink industry took a hit. Fruit juices and
other drinks were able to do great business.

Bandwagon: It is all about persuading the target audience to take action. It's about creating
an urge amongst people to become a part of the "in crowd." To enforce such a feeling,
advertisers typically use phrases like "join the crowd" or "trending now" for their products
and services.
Example: "Millions are using it. Don't be left behind. Wear Nike now."

Card-Stacking: It is manipulating information so that one product looks better than another.
This often happens by leaving out important information. It gives the consumers the
'information they want to hear,' even if the information is not based on facts.
Example: "Removes 99% of germs."

Glittering Generalities: It uses appealing words and images to sell the product. It tells us
that if you buy the item, you will be using a wonderful product, and it will change your life. It
is used to enhance product appeal.
Example: "Get the better detergent ever, Ariel."

Name-Calling or Stereotyping: Name-calling often occurs in politics and wartime

scenarios. In advertising, it links a person or idea to a negative symbol.
Example: In a campaign speech to a logging company, the Congressman
referred to his environmentally conscious opponent as a "tree hugger."

Repetition: It is when the product name is repeated many times during an advertisement.
This technique may use a jingle, which is appealing and fits in the minds of the masses.
Example: "Manila Times, leading the way, Manila Times."

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 What's More

Activity 1:
Directions: Analyze each given situation and answer the questions that follow. Write the
letter of the correct answer on a separate sheet of paper.

1. Famous people give their personal experiences using the product. What propaganda
technique is used?

A. Bandwagon B. Glittering Generalities C. Testimonial D. Transfer

2. Your product is new in the market. You want it to be endorsed by Ann Curtis so that
it will positively affect the buying public. What possible technique is applicable?

A. Transfer B. Name Calling/Stereotyping C. Repetition D. Bandwagon

3. In your advertisement, you want to show the customers that almost everybody is using
the product. In this case, what technique should be used?

A. Testimonial B. Card Stacking C. Repetition D. Bandwagon

4. Your teacher asked you to make an advertisement using a jingle. What technique will
you employ?

A. Transfer C. Name-Calling/Stereotyping
B. Bandwagon D. Repetition

5. A politician wants to inspire people to vote for him in the coming election. What
technique is appropriate?

A. Glitteing Generalities B. Bandwagon C. Repetition D. Testimonial

5
 6. You want people to know only the positive thing about the product. What is the best
technique for this?

A. Bandwagon B. Testimonial C. Card Stacking D. Transfer

7. A famous soft drink brand will try to destroy its rival. To achieve this, what technique
will the advertiser use?

A. Transfer B. Testimonial C. Card-Stacking D. Name-Calling

Activity 2:
Directions: Identify the line which does not belong to the group and determine the
technique used. Write the letter of your choice and the technique used in a separate
sheet of paper.

A. "When I shine with you." Lea Salonga for Ariel

1 B. "Get strong #Sunsilk Habamazing Hair Mo!" Sarah Geronimo for

Sunsilk

C. "The energy pabaon for Champion!" Milo

________ ____________________

A. "Our idea of Pop Art. Pepsi, Pepsi, Pepsi." -Pepsi

2 B. "Trusted by moms." -Clorox

C. "Think Blue, True Blue, and Proud to be Blue!" -Blue

_______ ____________________

6
Activity 3:
Directions: From the many advertisements you have seen, heard, and read, choose five that
are so striking to you and write the lines inside the box. Follow the format given as an
example. In this activity, you may google for information, listen to the radio, watch television
and read newspapers first if you can't remember any advertisement. Write your answer on a
separate sheet of paper.

Product Name Belo Products

"Only Belo touches my skin. Who
Lines
touches yours? – Sarah Geronimo
Propaganda Technique Testimonial

It's your time!

Product Name
Advertisement no. 1
Lines
Propaganda Technique

Product Name
Advertisement no. 2
Lines
Propaganda Technique

Product Name
Advertisement no. 3
Lines
Propaganda Technique

Advertisement no. 4 Product Name

Lines
Propaganda Technique

Product Name
Advertisement no. 5
Lines
Propaganda Technique

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 What I Have Learned
The skills in analyzing words and expressions in the different
propaganda/advertisements around you will enable you to decide and act out appropriately.
To show an understanding of the lesson, answer the activity below.
Directions: Match the terms in column A with the definitions in column B. Write your answer
on a separate sheet of paper.
Column A Column B
Answer Propaganda Technique Definition
A. It is manipulating information so that one product
looks better than another. This often happens by leaving
1. Testimonial out important information. It gives the consumers the
'information they want to hear,' even if the information
is not based on facts.
B. It is when the product's name is repeated many times
2. Glittering during an advertisement. This technique may use a
Generalities jingle, which is appealing and fits in the minds of the
masses.
C. It uses appealing words and images to sell the
product. It tells us that if you buy the item, you will be
using a wonderful product, and it will change your life.
3. Name Calling/ It is used to enhance product appeal. Words often used
Stereotyping as glittering generalities are honor, glory, love of
country, and freedom.
D. It is all about persuading the target audience to take
action. It's about creating an urge amongst people to
4. Transfer become a part of the "in the crowd." To enforce such a
feeling, advertisers typically use phrases like "join the
crowd" or "trending now" for their products and
services.
E. It is a technique to project certain qualities (this can
either be positive or negative) of a person, ideology, or
object to other things and people. For example, major
5. Repetition soft-drink brands were accused of having traces of
pesticides a couple of years ago. While these allegations
were on the rise, the entire carbonated-drink industry took
a hit. Fruit juices and other drinks were able to do great
business.
F. It often occurs in politics and wartime scenarios. In
6. Card Stacking advertising, it links a person or idea to a negative
symbol
G. This popular advertising technique uses renowned,
or celebrity figures to endorse products and services.
When a famous person vouches for something, viewers
7. Bandwagon are likely to consider the person's credibility and
popularity.

8
 What I Can Do
Directions: From among the seven propaganda techniques, choose three, and create an
advertisement following the criteria below. Do this on a separate sheet of paper.

Content 40%
Organization 30%
Mechanics 20%
Illustration 10%
Total 100%
Propaganda Technique Advertisement

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 Assessment

Directions: The following are lines that suggest propaganda techniques. Recall and identify
the techniques evident in the lines. Write your answers on a separate sheet of
paper.

__________1. “It’s everybody’s milk.” – Birch Tree

__________2. “Zamboanga Times, Zamboanga Times, Zamboanga Times, Zamboanga
Times!”
__________3. “Absolute Distilled Water lang ang pumasa sa standard ko.” – Judy Ann
__________4. Dawn Zulueta will now talk about the product and its effects.
__________5.“Everyone is doing it, why not you? JUST DO IT. Everyone else did.”
__________6. “Mc Donalds Hamburger, over 99 billion served!”
__________7. Serena Williams promotes Gatorade, she wants her fans to buy it.
__________8. The NPA leader talks to his supporters with the Philippine flag behind him.
__________9.Coco Martin loves to drink coffee. In giving himself satisfaction, he drinks
Nescafe.
__________10. A dishwashing paste tells that it is 99% better than any other leading brand.

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 Additional Activities
Directions: Search for the words you learned from the lesson. Do this in a separate sheet of
paper.

Testimonial Bandwagon Propaganda

Card Stacking Repetition Stereotyping Transfer

T D C B K D F C N J X M D W G H R D F D N
K F B B M S G V B H Z J G E C R J F G S R
L G N C K A Y B V G A T J W A W J G H A F
J H N X N S U N C F A G K Q R T G H J Z A
H U M Z B C J M X D S B L Q D G Y J K X S
W M S T E R E O T Y P I N G S B N K L C D
R J R E T E P Q W V W O T P T F J L P V F
Y R B S Y P R O P A G A N D A D K H O B G
H E V T N E U A E E Y A E L C W L G I N H
N G C I K T R A N S F E R I K Q R F U M J
K V D M W I L Z C T U U Q K I A E D Y Q K
J Y D O T O F R Y I A G Y M N S W S T W L
H R E N U N D F B A N D W A G O N A R E P
G T T I C E W N I K F F H H U D D G E R O
F B U A R W I K P M B E B T D F F F W T I
D N O L W Y O T M D U S I R E T H D Q Y U

11
 12
Assessment What's More What I Know
1. Bandwagon Activity 1 1. True
2. Repetition 2. True
3. Testimonial 1. C 3. False
4. Testimonial 2. A 4. True
5. Bandwagon 3. D 5. True
6. Bandwagon 4. D 6. True
7. Testimonial 5. A 7. True
8. Transfer 6. C 8. True
9. Transfer 7. D
10.Card Stacking 9. True
True
Activity 2
1. C Bandwagon What’s In
1. 2
2. B Bandwagon 2. 2
3. 2
4. 2
Activity 3 5. 2
Answers may vary. What’s New?
1.Metrobank
2.Pepsi
What I Have Learned 3.Jollibee
4.Palmolive
1. G Shampoo
2. C 5.BDO
3. F 6.PLDT
4. E 7.KFC
5. B 8.Downy
6. A 9.Nescafe
7. D 10.Mercury Drug
Store
Answer Key
Additional Activity
T D C B K D F C N J X M D W G H R D F D N
K F B B M S G V B H Z J G E C R J F G S R
L G N C K A Y B V G A T J W A W J G H A F
J H N X N S U N C F A G K Q R T G H J Z A
H U M Z B C J M X D S B L Q D G Y J K X S
W M S T E R E O T Y P I N G S B N K L C D
R J R E T E P Q W V W O T P T F J L P V F
Y R B S Y P R O P A G A N D A D K H O B G
H E V T N E U A E E Y A E L C W L G I N H
N G C I K T R A N S F E R I K Q R F U M J
K V D M W I L Z C T U U Q K I A E D Y Q K
J Y D O T O F R Y I A G Y M N S WS T W L
H R E N U N D F B A N D WA G O N A R E P
G T T I C E W N I K F F H H U D D G E R O
F B U A R W I K P M B E B T D F F F W T I
D N O L W Y O T M D U S I R E T H D Q Y U

References

Asuncion, Tess. “Depedgrade8englishlearningguidequarter3 131015104842-phpapp02.”

LinkedIn SlideShare, October 28, 2014.
https://www.slideshare.net/tessasuncion5/depedgrade8englishlearningguidequarter3-
131015104842phpapp02.
"Types of Propaganda Techniques: A Detailed Explanation." Marketing Wit, May 12, 2008.
https://marketingwit.com/types-of-propaganda-techniques.
"Propaganda Techniques." Wikipedia. Wikimedia Foundation, June 22, 2020.
https://en.wikipedia.org/wiki/Propaganda_techniques.
Zygomatic. "Create and Share Cartoons, Comics, and Memes Online." toonytool.com.
Accessed June 24, 2020. https://www.toonytool.com/.

13
 Development Team

Writer: Judith Agnes P. Anglacer

Culianan National High School
Zamboanga City

Editors: Florenda H. Quinte, MT II

Reviewer: Valeria Fides G. Corteza, Ph.D.

Education Program Supervisor

Layout Artist: Jovie R. Cruz, MAEd

Management Team:
Roy C. Tuballa, EMD.JD.CESO VI
Jay S. Montealto, CESO VI
Norma T. Francisco, DM
Mildred D. Dayao, Ed.D.
Valeria Fides G. Corteza, Ph.D.
Aida Coyme, Ed. D.

14